When the Oregonian Media Group approached Leopold Ketel to help them introduce their new compact edition, we jumped at the chance. The new paper was clean, beautifully designed and easy-to-read, but how could we best tell that to a wider audience who had never seen the product firsthand and were understandably skeptical?
After many discussions about how the new edition would mean no more complicated newspaper “origami” — folding and unfolding and accidentally elbowing the guy sitting next to you on the MAX — we settled on a classic but relevant metaphor: the butterfly.
With the help of BENT Image Labs, we made a gorgeous stop-motion film showing the old paper slowly transforming into its new self. And because newspaper readers have no time for spin — they want the facts — we implemented a straightforward, honest discussion of how and why the paper was changing.
We’re very proud of months of hard work, and hope you’ll check some out — the Sunset Transit Center takeover; the print work, the transit images and, most importantly, that terrific TV spot.